Google Ads launches new Performance Max features

As the migration to Performance Max campaigns begin, Google announces new features available for this campaign type.

It’s no secret that Google is pushing Performance Max campaigns on advertisers.
In fact, Performance Max campaigns are replacing Smart Shopping and Local campaigns by the end of Q3 2022.

As the newer campaign type emerges as one of the new standards, Google is adding new features to help advertisers with this big change.

The New Features, Explained

Google has announced three new features that will be rolling out in the coming weeks. These features include:

  • A new customer acquisition goal type
  • Consumer interest insights
  • One-click upgrade tool

#1: Customer Acquisition Goal

While the Customer Acquisition goal type is new to Performance Max, it’s not new to Google Ads.

Customer Acquisition goals were available with Smart Shopping campaigns to start. With the forced migration over to Performance Max, Google is now making this available for that campaign type.

The goal type will allow you to do one of two things:

  • Bid for more new customers that are similar to existing customers
  • Focus on optimizations on new customers only, while maintaining cost efficiency

#2: Customer Interest Insights

In the next few weeks, Google is rolling out Customer Interest Insights to the Insights page in Google Ads. This update will allow you to see search themes that are driving conversions.

This is a big deal because currently, there are no such insights in Performance Max campaigns. There has been very little details given to advertisers on what’s driving conversions.

In addition, Google is launching asset audience insights. This will tell you how your specific text, image and video assets resonate with specific audience segments.

The last insight being added to Performance Max are diagnostic insights. This will show you any potential setup issues that are preventing your ads from showing.
If Google does identify an issue, a suggestion is listed to help solve the problem.

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Taavi Raidma

Managing Partner, Europe

+372 5555 6695

Shines Digital is an independent Performance Marketing Agency offering transparent, innovative strategies that deliver long term results. Our team of certified experts excels in Growth Marketing, Conversion Rate Optimization and all things Performance Marketing. Our full-funnel, cross-channel planning and activation expertise spans Search Marketing, Social Media Marketing and every flavour of Programmatic. We are strategic, forward thinking growth accelerants with the results driven DNA and experience to lead and support your business journey. The Shines Digital customer portfolio includes innovative start-ups, globally expanding scale-ups, established household brand names and Australia's largest agencies looking to gain a performance marketing edge. We work with brands across Australia, Asia and as far as the US. We have an entrepreneurial culture that provides early, heightened responsibility, where your contribution is recognised and rewarded. At Shines Digital, you have the opportunity to positively impact the way brands grow. Get in touch now to see how we can work together. No question is too small, no connection is not worth making.

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